"It's just incredible to me that as we're having this national conversation about persuasive design of tech, and how tech is often designed for the benefit of tech companies at the expense of users' wellbeing, that Netflix would test something like this."

Netflix has confirmed that it is indeed testing the feature and it might not roll out to all users.

"We are testing a new feature on select kids titles that introduces collectable items for a more interactive experience, adding an element of fun and providing kids something to talk about and share around the titles they love," a Netflix spokesman told Variety.

"We learn by testing, and this feature may or may not become part of the Netflix experience."

But Golin says that it would be very dangerous if Netflix did launch the feature to all users.

"Children like to collect things.

"So this will probably be incredibly effective at getting kids wanting to watch more and more Netflix.